{"id":73413,"date":"2023-02-14T13:14:55","date_gmt":"2023-02-14T13:14:55","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=73413"},"modified":"2023-02-16T12:07:33","modified_gmt":"2023-02-16T12:07:33","slug":"plusy-i-minusy-rebrandingu-oraz-lekcja-od-spiewajacej-malpy","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/pl\/business-marketing\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\/","title":{"rendered":"Lilt: plusy i minusy rebrandingu (i lekcja od \u015bpiewaj\u0105cej ma\u0142py)"},"content":{"rendered":"
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Dzi\u015b op\u0142akujemy Lilt. The Coca-Cola Company wycofa\u0142a si\u0119 z nazwy handlowej tego owocowego, orze\u017awiaj\u0105cego napoju. \"Ca\u0142kowicie <\/span>Tropikalny smak\" b\u0119dzie \u017cy\u0142 dalej, przemianowany na \"Fanta Ananas i Grejpfrut\", ale nazwa \"Lilt\", wraz z charakterystycznym opakowaniem, przestanie istnie\u0107.<\/span><\/p>\n

The Rebranding Lilt<\/a> ma na celu zwi\u0119kszenie sprzeda\u017cy poprzez ujednolicenie go z popularn\u0105 gam\u0105 napoj\u00f3w Fanta. Dzia\u0142ania rebrandingowe obejmuj\u0105 ca\u0142kowit\u0105 zmian\u0119 opakowania i marketingu produktu. <\/span><\/p>\n

W miar\u0119 jak firma ewoluuje i dostosowuje si\u0119 do zmieniaj\u0105cych si\u0119 warunk\u00f3w rynkowych, <\/span>rebranding mo\u017ce by\u0107 konieczny do od\u015bwie\u017cenia wizerunku i lepszego dostosowania marki do jej cel\u00f3w. Mo\u017ce to by\u0107 jednak ryzykowny i kosztowny proces. <\/span>Przyjrzymy si\u0119 lekcji z przesz\u0142o\u015bci i zbadamy zalety i wady zmiany marki dla niezbyt globalnych firm.<\/span><\/p>\n

Uwa\u017caj na ukochane marki\"Rebranding<\/a><\/b><\/h2>\n

Oferta gazowanych napoj\u00f3w owocowych Coca-Coli jest zdominowana przez Fant\u0119, kt\u00f3ra sprzedaje Lilt w stosunku oko\u0142o 18 do 1. W \u015bwietle tych liczb \u0142atwo zrozumie\u0107, dlaczego Coca-Cola chcia\u0142aby przenie\u015b\u0107 Lilt pod sztandar Fanty. B\u0142\u0119dem mo\u017ce by\u0107 jednak niedocenianie przywi\u0105zania opinii publicznej do drugorz\u0119dnych marek. Lekcja z historii z udzia\u0142em ma\u0142py chrupi\u0105cej p\u0142atki \u015bniadaniowe bardzo dobrze pokazuje ten punkt...<\/span><\/p>\n

Nie zadzieraj z ma\u0142p\u0105<\/b><\/h2>\n

W 1997 r. firma Kellogg's, producent Rice Krispies, podj\u0119\u0142a pr\u00f3b\u0119 wprowadzenia czekoladowej wersji p\u0142atk\u00f3w zbo\u017cowych na bazie ry\u017cu pod tym samym szyldem. Du\u017cym kosztem przemianowali Coco Pops na Choco Krispies, staraj\u0105c si\u0119 dostosowa\u0107 podmark\u0119 do swoich potrzeb. Posuni\u0119cie to spotka\u0142o si\u0119 z niezbyt przychylnym przyj\u0119ciem, a sprzeda\u017c gwa\u0142townie spad\u0142a.\u00a0<\/span><\/p>\n

Podczas gdy receptura pozosta\u0142a niezmieniona, tym, co zdawa\u0142o si\u0119 najbardziej denerwowa\u0107 odbiorc\u00f3w marki, by\u0142 fakt, \u017ce nazwa nie pasowa\u0142a ju\u017c do s\u0142ynnego d\u017cingla. Ma\u0142pka Coco zosta\u0142a zmuszona do za\u015bpiewania \"I'd rather have a bowl of Choco Krispies\" - co jest troch\u0119 dziwne.<\/span><\/p>\n

Wola ludu<\/b><\/h2>\n

Wynikaj\u0105ca z tego wrzawa tabloid\u00f3w i oburzenie opinii publicznej sk\u0142oni\u0142y firm\u0119 Kellogg's do rozwa\u017cenia swojego stanowiska. Ale tutaj trafili w marketingowe z\u0142oto. Zamiast wykona\u0107 szybki i dyskretny zwrot, Kellogg's upubliczni\u0142 i og\u0142osi\u0142 referendum w sprawie nazwy. W g\u0142osowaniu wzi\u0119\u0142o udzia\u0142 prawie milion fan\u00f3w p\u0142atk\u00f3w \u015bniadaniowych, a wniosek o przywr\u00f3cenie nazwy \"Coco Pops\" zosta\u0142 przyj\u0119ty wi\u0119kszo\u015bci\u0105 92%.<\/span><\/p>\n

\"\"<\/a><\/p>\n

By\u0107 mo\u017ce nigdy nie dowiemy si\u0119, czy wynikaj\u0105cy z tego rozg\u0142os przewy\u017cszy\u0142 koszty rebrandingu, ale Kellogg poradzi\u0142 sobie z t\u0105 spraw\u0105 wykazuj\u0105c si\u0119 powa\u017cnym sprytem handlowym. Ich dynamiczne i pomys\u0142owe podejmowanie decyzji oznacza\u0142o, \u017ce kiedy upu\u015bcili pi\u0142k\u0119 jedn\u0105 r\u0119k\u0105, byli w stanie z\u0142apa\u0107 j\u0105 drug\u0105.<\/span><\/p>\n

Czy to mo\u017cliwe, \u017ce Coca-Cola gra z nami w d\u0142u\u017csz\u0105 gr\u0119? Czy ca\u0142a sprawa mo\u017ce by\u0107 marketingowym podst\u0119pem maj\u0105cym na celu o\u017cywienie pasji do Lilt? Czy prowokacyjny rebranding pod\u0105\u017cy na fali publicznego oburzenia, dop\u00f3ki marka Lilt nie zostanie chwalebnie przywr\u00f3cona? Szczerze m\u00f3wi\u0105c, w\u0105tpimy w to, bior\u0105c pod uwag\u0119 si\u0142\u0119 marki Fanta, ale musieliby\u015bmy pochwali\u0107 \u015bmia\u0142o\u015b\u0107 Coca-Coli, gdyby tak by\u0142o.<\/span><\/p>\n

Tropikalne czy toksyczne?<\/b><\/h2>\n

Jednym z powod\u00f3w upadku marek jest to, \u017ce zyskuj\u0105 one negatywne skojarzenia w\u015br\u00f3d swoich odbiorc\u00f3w. Mo\u017ce to by\u0107 wynikiem katastrofalnego faux pas lub po prostu dlatego, \u017ce z biegiem lat staj\u0105 si\u0119 coraz mniej poprawne politycznie.\u00a0<\/span><\/p>\n

Lilt nigdy nie by\u0142 pogr\u0105\u017cony w kontrowersjach jako takich, ale gdyby\u015bmy aktywnie szukali czego\u015b problematycznego, mogliby\u015bmy wskaza\u0107 na zaw\u0142aszczanie kultury karaibskiej.\"\"<\/a><\/span>W przesz\u0142o\u015bci sceneria, kt\u00f3ra stanowi\u0142a t\u0142o reklam telewizyjnych i prasowych, a tak\u017ce karykatury Lilt Man, a p\u00f3\u017aniej Lilt Ladies, by\u0142y celowo dostosowane do kultury jamajskiej. Dzieje si\u0119 tak pomimo faktu, \u017ce Lilt jest dost\u0119pny tylko w Stanach Zjednoczonych.<\/span> Zjednoczone Kr\u00f3lestwo, Irlandia, Gibraltar i Seszele<\/span><\/a>.\u00a0<\/span><\/p>\n

Odwyk markowy<\/b><\/h2>\n

Czy to mo\u017cliwe, \u017ce Coca-Cola kalkuluje, \u017ce ten element marki z czasem stanie si\u0119 mniej smaczny? Ma\u0142o prawdopodobne. W rzeczywisto\u015bci od takich skojarze\u0144 mo\u017cna si\u0119 stosunkowo \u0142atwo uwolni\u0107, a proces ten trwa ju\u017c od lat 90. ubieg\u0142ego wieku. Nawet marki z naprawd\u0119 problematyczn\u0105 przesz\u0142o\u015bci\u0105 mog\u0105 si\u0119 zrehabilitowa\u0107 bez zmiany nazwy.<\/span><\/p>\n

\"Robertson<\/a>
Robertson zosta\u0142 zrehabilitowany<\/figcaption><\/figure>\n

Robertson's Jam przetrwa\u0142 dziesi\u0119ciolecia kontrowersji, zanim porzuci\u0142 rasistowsk\u0105 karykatur\u0119, kt\u00f3ra stanowi\u0142a integraln\u0105 cz\u0119\u015b\u0107 ich marki. Nawet po <\/span>bez skrupu\u0142\u00f3w \"wycofuj\u0105c\" Golly<\/span><\/a>Marka by\u0142a w stanie kontynuowa\u0107 swoj\u0105 dzia\u0142alno\u015b\u0107, pod\u0105\u017caj\u0105c w alternatywnym kierunku. Opinia publiczna mo\u017ce by\u0107 wyrozumia\u0142a dla d\u0142ugoletnich marek, o ile s\u0105 one postrzegane jako ewoluuj\u0105ce w spos\u00f3b wra\u017cliwy na zmieniaj\u0105ce si\u0119 klimaty kulturowe.<\/span><\/p>\n

Zalety rebrandingu<\/b><\/h2>\n

Wi\u0119kszo\u015b\u0107 firm nie jest tak du\u017ca jak Coca-Cola Company. Ale mniejszy baga\u017c i ni\u017csze koszty og\u00f3lne pozwalaj\u0105 firmom na bardziej dynamiczny branding. Oto dlaczego zmiana mo\u017ce by\u0107 dobr\u0105 rzecz\u0105.<\/span><\/p>\n

Odnowione znaczenie<\/b><\/h4>\n

Z biegiem czasu branding firmy mo\u017ce sta\u0107 si\u0119 przestarza\u0142y i nieistotny dla docelowych odbiorc\u00f3w. Rebranding mo\u017ce pom\u00f3c firmie pozosta\u0107 aktualn\u0105 i konkurencyjn\u0105 na szybko zmieniaj\u0105cym si\u0119 rynku, zapewniaj\u0105c, \u017ce pozostanie ona istotna dla swoich klient\u00f3w.<\/span><\/p>\n

Zwi\u0119kszona widoczno\u015b\u0107<\/b><\/h4>\n

Rebranding mo\u017ce r\u00f3wnie\u017c pom\u00f3c firmie przyci\u0105gn\u0105\u0107 nowych klient\u00f3w poprzez zwi\u0119kszenie jej widoczno\u015bci. Od\u015bwie\u017caj\u0105c sw\u00f3j wizerunek i marketing, firma mo\u017ce dotrze\u0107 do nowych odbiorc\u00f3w i wzbudzi\u0107 zainteresowanie potencjalnych klient\u00f3w.<\/span><\/p>\n

Lepsza reputacja<\/b><\/h4>\n

Dzia\u0142ania rebrandingowe mog\u0105 pom\u00f3c w poprawie reputacji firmy, zw\u0142aszcza je\u015bli spotka\u0142a si\u0119 ona z negatywn\u0105 pras\u0105 lub krytyk\u0105. Udany rebranding mo\u017ce pom\u00f3c firmie przezwyci\u0119\u017cy\u0107 problemy z przesz\u0142o\u015bci i zaprezentowa\u0107 opinii publicznej bardziej pozytywny wizerunek.<\/span><\/p>\n

Przewaga konkurencyjna<\/b><\/h4>\n

Rebranding mo\u017ce r\u00f3wnie\u017c zapewni\u0107 firmie przewag\u0119 konkurencyjn\u0105, odr\u00f3\u017cniaj\u0105c j\u0105 od konkurencji. Wyr\u00f3\u017cniaj\u0105c si\u0119 na rynku, firma mo\u017ce przyci\u0105gn\u0105\u0107 klient\u00f3w, kt\u00f3rzy szukaj\u0105 czego\u015b nowego i innego.<\/span><\/p>\n

Wady rebrandingu<\/b><\/h2>\n

Nawet ma\u0142e firmy ci\u0119\u017cko pracuj\u0105 nad swoimi markami i trudno jest zrezygnowa\u0107 z czego\u015b, nad czym ci\u0119\u017cko pracowa\u0142o si\u0119, aby to osi\u0105gn\u0105\u0107. Istnieje szereg mniej atrakcyjnych czynnik\u00f3w, kt\u00f3re nale\u017cy wzi\u0105\u0107 pod uwag\u0119 przed hurtowym rebrandingiem.<\/span><\/p>\n

Kosztowne<\/b><\/h4>\n

Rebranding mo\u017ce by\u0107 kosztownym procesem, szczeg\u00f3lnie dla ma\u0142ych firm, kt\u00f3re mog\u0105 nie mie\u0107 zasob\u00f3w, aby zainwestowa\u0107 w ca\u0142kowit\u0105 zmian\u0119 swojego wizerunku. Koszty mog\u0105 obejmowa\u0107 wszystko, od projektowania i marketingu po op\u0142aty prawne zwi\u0105zane z rejestracj\u0105 znaku towarowego i ponown\u0105 rejestracj\u0105 firmy.<\/span><\/p>\n

Ryzykowne<\/b><\/h4>\n

Rebranding mo\u017ce by\u0107 r\u00f3wnie\u017c ryzykownym posuni\u0119ciem, zw\u0142aszcza je\u015bli firma ma siln\u0105 to\u017csamo\u015b\u0107 marki, kt\u00f3ra ma ugruntowan\u0105 pozycj\u0119 na rynku. \u0179le przeprowadzony rebranding mo\u017ce zrazi\u0107 obecnych klient\u00f3w i zaszkodzi\u0107 reputacji firmy.<\/span><\/p>\n

Czasoch\u0142onne<\/b><\/h4>\n

Rebranding mo\u017ce by\u0107 czasoch\u0142onnym procesem, wymagaj\u0105cym szeroko zakrojonych bada\u0144 i planowania. Wa\u017cne jest, aby nowy wizerunek marki by\u0142 zgodny z celami biznesowymi i rezonowa\u0142 z docelowymi odbiorcami. Mo\u017ce to zabra\u0107 cenny czas i zasoby, kt\u00f3re firma mog\u0142aby przeznaczy\u0107 na inne priorytety.<\/span><\/p>\n

Niepewne wyniki<\/b><\/h4>\n

Pomimo najlepszych stara\u0144 firmy, nie ma gwarancji, \u017ce wysi\u0142ki zwi\u0105zane z rebrandingiem zako\u0144cz\u0105 si\u0119 sukcesem. Nawet je\u015bli nowy wizerunek marki zostanie dobrze przyj\u0119ty przez opini\u0119 publiczn\u0105, pozytywny wp\u0142yw na wyniki finansowe firmy mo\u017ce zaj\u0105\u0107 troch\u0119 czasu.<\/span><\/p>\n

Rebranding <\/span>puszka<\/span><\/i> mo\u017ce by\u0107 skutecznym sposobem dla firm na utrzymanie znaczenia i konkurencyjno\u015bci na szybko zmieniaj\u0105cym si\u0119 rynku. Wa\u017cne jest jednak, aby rozwa\u017cy\u0107 zalety i wady przed podj\u0119ciem tak odwa\u017cnego kroku. Udany rebranding mo\u017ce przywr\u00f3ci\u0107 firmie znaczenie, zwi\u0119kszy\u0107 jej widoczno\u015b\u0107 i poprawi\u0107 reputacj\u0119. Mo\u017ce to by\u0107 jednak r\u00f3wnie\u017c kosztowne, ryzykowne, czasoch\u0142onne i niepewne pod wzgl\u0119dem wynik\u00f3w. Podobnie jak w przypadku ka\u017cdej decyzji biznesowej, staranne badania i planowanie s\u0105 kluczem do dokonania \u015bwiadomego wyboru.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

Today, we mourn Lilt. The Coca-Cola Company has called time on the trade name for this fruity, refreshing drink. The “totally tropical taste” will live on, rebranded as “Fanta Pineapple and Grapefruit” but the name “Lilt”, along with its distinctive packaging, will cease to be. The Lilt rebranding is aimed at boosting sales by aligning […]<\/p>\n","protected":false},"author":134,"featured_media":73418,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[],"class_list":{"0":"post-73413","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing"},"acf":[],"yoast_head":"\nLilt: Rebranding Lessons From A Singing Monkey - Solopress UK<\/title>\n<meta name=\"description\" content=\"Today, we mourn Lilt. The Coca Cola Company has called time on this totally tropical brand. 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